Justin Coyne

If your feedback process feels broken, it’s probably because you’re using a manufacturing mindset to do exploratory work. Drafts aren’t linear steps toward completion—they’re calibration tools. This piece outlines the feedback patterns that quietly derail teams, and what healthier collaboration actually looks like. Although many of us create intangible things– software, ad campaigns, strategic frameworks– we are still tempted to imagine the creative process as an assembly line. Each person...

In 2004 the agency Crispin Porter + Bogusky sought to help Burger King advertise their tendercrisp chicken sandwich “served your way.” They built a campaign called The Subservient Chicken and created a sparse website with a video feed of a person in a shabby, maniacal chicken costume standing at attention in a small apartment living room. There were a couple chairs and a couch, a TV and a bookshelf. Not much else. Visitors were given a textbox and invited to command the chicken to do...